A STUDY ON BRAND PREFERENCE OF BAG AMONG COLLEGE STUDENTS

A STUDY ON BRAND PREFERENCE OF BAG AMONG COLLEGE STUDENTS

DISSERTATION

Submitted in partial fulfillment of the requirement

For the award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

UNIVERSITY OF CALICUT

BY

LIVIN C JOY

6^TH SEMESTER B.B.A

Reg. No.: GTAMBBA035

UNDER THE GUIDANCE OF

SRI.KANAKACHANDRAN C.R

ASSISTANT PROFESSOR

(P G DEPARTMENT OF COMMERCE AND MANAGEMENT)

PG DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES

SRI.C.ACHUTHAMENON GOVERNMENT COLLEGE

THRISSUR-14

2014 - 2015

CERTIFICATE

This is to certify that the project report titled “BRAND PREFERENCE OF BAGS AMONG COLLEGE STUDENTS” is a bonfide record of the project carried by LIVIN C JOY under the supervision and guidance in partial fulfillment of the requirement for the award of the Degree of Bachelor of Business Administration of the University of Calicut.

U S MOHANAN                                                          KANAKACHANDRAN C R

Head of the department                                                                Assistant Professor

                                          DECLARATION

 I LIVIN CJOY, do hereby declare that this project report “BRAND PREFERENCE OF BAGS AMONG COLLEGE STUDENTS” is a bonfide record of the work done by me during the course of project and that the report has not previously formed the basis for the award of any degree, diploma, fellowship, associate ship or other similar title of recognition of any university or institution.

                                                I further declare that this project report is submitted on partial fulfillment of the requirement for the award of the degree of BBA from University of Calicut.

Place : Kuttanellur                                                                         LIVIN C JOY

Date:                                                            

    

                                                                                                            

                                            ACKNOWLEDGEMENT

I take this opportunity to thank the University of Calicut for giving me the chance to undergo this project which has helped me to gather practical knowledge about “BRAND PREFERENCE OF BAGS AMONG COLLEGE STUDENTS”

I express my sincere thanks to U S MOHANAN Head of Department of Commerce, Sri C Achuthamenon Govt college, Kuttanellur, for his guidance, directions and suggestions in bringing out this project report.

I greatly express my gratitude to supervising guide KANAKACHANDRAN C R Assistant professor, Department of Commerce, Sri C Achuthamenon Govt College, Kuttanellur, and all other faculty members for the help and encourage ment which they have given throughout the academic year.

Finally, I would like to thank my classmates and parents for their valuable suggestions, co-operation and God for helping me in successful completion of this work.

                                                                                           LIVIN C JOY

Place: Kuttanellur

Date:    .    .2015

                                                                                                                        

TABLE OF CONTENTS

CHAPTER NO	CONTENT	PAGE NO
CHAPTER  1	INTRODUCTION Introduction   Objective Significant of the study Scope of study Research methodology Limitations of the study	7-16 8-10 11 12 13 14-15 16
CHAPTER  2	COMPANY PROFILE	17-24
CHAPTER  3	DATA ANALYSIS AND INTERPRETATION	25-41
CHAPTER  4	FINDINGS, SUGGESTIONS AND CONCLUSION	42-45
	BIBLIOGRAPHY	46-47
	APPENDIX	48-51

LIST OF TABLES

TABLE NO.	TABLE NAME	PAGE NO.
3.1	Age	26
3.2	Gender respondent	27
3.3	Present use of branded bags	28
3.4	Type of bags kikes to use	29
3.5	Brand awareness of respondents	30
3.6	Brand like the most	31
3.7	Awareness of brands through media	32
3.8	Preference level while purchasing branded bags	33
3.9	Place to purchase	34
3.10	Affect if advertisement	35
3.11	Purchasing behaviour	36
3.12	Price ready to spend	37
3.13	Satisfaction level of college students	38-39
3.14	Effect of price	40
3.15	Brand loyalty	41

LIST OF FIGURES

FIGURE NO.	FIGURE NAME	PAGE NO.
3.1.1	Age	26
3.2.1	Gender respondent	27
3.3.1	Present use of branded bags	28
3.4.1	Type of bags kikes to use	29
3.5.1	Brand awareness of respondents	30
3.6.1	Brand like the most	31
3.7.1	Awareness of brands through media	32
3.8.1	Preference level while purchasing branded bags	33
3.9.1	Place to purchase	34
3.10.1	Affect if advertisement	35
3.11.1	Purchasing behaviour	36
3.12.1	Price ready to spend	37
3.13.1	Satisfaction level of college students	38-39
3.14.1	Effect of price	40
3.15.1	Brand loyalty	41

CHAPTER – 1

INTRODUCTION

HISTORY OF BAG

Suspended from the girdle or belt

For centuries now, the bag has functioned as the woman’s essential little home for storing her private attributes. The bag as an indispensable accessory is not only a phenomenon of recent years, but has been a useful implement for both men and women from the early days of their existence. Featured in paintings, prints and carpets and as realia in various museums throughout Europe, a variety of bags & purses came into existence in the late Middle Ages. Made from wonderfully embroidered leather, linen, silk and velvet, they contained compartments for carrying money and other personal necessities. There was a wide range from tough-looking buckle bags with no less than eighteen hidden pockets, leather purses with metal adornments to pouch-like purses on long drawstrings. The buckle bags typically featured ingenious clasps so that no one other than the owner could access them. With the exception of several early examples of bags that were intended to be hung from the shoulder, such as some hunting bags, bags and purses of that period were generally worn on the belt or girdle. This method of carrying them was fashionable for both men and women. With the advent of inside pockets in men’s clothing at the end of the 16th century and in the 17^th century, the bag for men gradually fell into disuse. With the exception of the briefcase in the centuries to follow the bag became the exclusive domain of the woman. In addition to bags and purses for daily use, there were also smaller bags and purses designed for special purposes. As a marriage bag, toy bag, alms bag, perfumed bag or New Year’s gift, they all fulfilled their own special role.

20th century

The elegance of the bag is still of great importance, but women’s emancipation, her increasing participation in the labour market, and the rise in mobility result in a greater demand for practicality. The woman now has a bag for every occasion. The reticule or the buckle bag has the elegance for going to the theatre, for the afternoon she has a bag for walking and one for visits and for work there is the briefcase. Under the influence of film stars on the silver screen, the use of cosmetics and cigarettes increases tremendously. With their various compartments for cigarettes and make-up, the 'vanity-case' in the 1920s and the 'minaudière' in the 1930s cleverly meet the need for a special bag in an elegant manner. Made of metal, including silver or gold, or in synthetic materials decorated with stress, it is a key accessory for the fashion-conscious woman of that era. Never before has there been a greater variety of choice in both use and materials. Bags made from textiles, tiny petit point, chain mail and beads of glass or polished steel are extremely popular in the early decades. Leather and synthetics vie with each other for the bag’s favours. Leather is popular due to its distinctive structure, its durability and choice of colours In the 1920s, the synthetic materials celluloid, caseine and cellulose acetate are used in the first place as cheap imitations of the exclusive buckles in tortoiseshell and ivory. In the 1930s, they were especially valued for their rigid structure, which was deemed appropriate for that period. All kinds of new synthetic materials such as PVC, perspex and nylon are invented in this period, but it is only after the Second World War that they are noticeably incorporated into bags. Box-shaped bags made of hard synthetics, transparent in so-called lucite or in brilliantly shining colours, and bags made of synthetic telephone cables and tiles are all the rage. In this era, the United States plays a dominant role in these fashion hypes. As imitation leather, the soft synthetic materials become the biggest rivals for genuine leather.

The rise of the bag

In the 20th century, the variety in models of bags expands enormously. The handbag becomes a permanent element within the bag genre in the 20th century. A popular model from the past is the flat rectangular under-arm bag or ‘clutch’, which is worn, ticked under the arm or in the hand. They are also referred to as pochettes or envelope bags. They make their first appearance in the fashion magazines around the time of the First World War. Next to the handbag, it was the most popular type of bag in the 20s and 30s. Around the time of the Second World War, it had to briefly make way for the practical shoulder bag. But with the elegant fashion of the New Look in 1950s, it wins back its position and is once again in demand as an elegant bag. Currently, it is predominantly favoured as an elegant evening bag. The shoulder bag has become the fashion accessory for the practically-minded woman. With its long strap, we hang it around our necks and keep our hands free for conducting our busy lives. For its ancestors, we need to go back centuries to Ancient Greece and the late Middle Ages. A key turning point is the shoulder bags that the Italian fashion designer Elsa Schiaparelli designed in the 1930s. With their functional and military look, they were particularly popular in the time of the Second World War. Although the handbag and under-arm bag came back into fashion after the war, the shoulder bag retains its role as a sporting and practical bag. Its definitive breakthrough came in the 1960s when the young generation of fashion designers like Mary Quant, Pierre Cardin, Paco Rabanne, Courrèges and Yves Saint Laurent allowed themselves to be inspired by the youth culture of the time. An extremely well-known shoulder bag is the Chanel bag with its characteristic little cushions and gold coloured chain. With its short shoulder strap tucked neatly under the armpit like French bread, the 'baguette' of the Italian brand Fendi is the first hit of the 1990s. Since its introduction in 1998, the bag has helped to establish the fashion look through the way it is worn as well as through its form. The rucksack, which is so popular today, is a recent fashion accessory. The exclusive Italian bag brand Prada launched its black nylon rucksack in 1985 as a fashion accessory, thereby helping to set the trend. Known especially as the faithful companion of the hiker and the adventure-seeking traveller, its stuffy image was now a thing of the past. In the 20th century, the branded article has come to play an increasingly greater role in society. This also applies for the bag. Hermès, Gucci, Louis Vuitton, Prada, Fendi and Judith Leiber are brands that have an international reputation, originally through their connection with handbags, or in any case with exclusive leather goods. Some brands are known purely due to a specific bag. The ‘Kelly’ bag by Hermès is a classic with allure. The leather Kelly bag with strap was developed in 1935 from the saddle bag, which existed as long ago as in 1892. It owes its name and aristocratic image to actress and Princess Grace Kelly, who wore the bag constantly after her engagement to Prince Rainier of Monaco in 1955. The model is still being made today by Hermès. Today, the bag is also an important fashion accessory for well-known fashion designers and/or fashion houses such as Chanel, Dior, Yves Saint Laurent, Versace, Donna Karan and Dolce & Gabbana. In contrast to previous centuries, when fashion trends took their time to catch on, the bag has become a fashion accessory that changes with the seasons.

OBJECTIVES

The research study tends to follow and achieve specific objectives. The objectives of this particular study are:

.

·        To know the personal views of the people regarding various branded bags.

·        To study which branded bags is mostly preferred by college students as per their choices.

·        Comparison between various branded bags.

·        Find out factors influencing the people at the time of purchasing bags such as Quality, Durability, Variety, Price, functionality comfort. 

SIGNIFICANCE OF THE STUDY

 This study is mainly conducted to know the awareness and acceptance of  branded bags  among college students . This work will be helpful for customers to know more about the branded bags.

                                        SCOPE OF THE STUDY            
        This research is conducted to explore awareness and acceptance of customers towards branded bags . This study makes an attempt to trace out the preferences of customers towards branded bags among college students nearby colleges. 50 people are selected from the population in order to study this topic.

-

-

RESEARCH METHODOLOGY

          Research methodology is a way to systematically solve the research problem, it not only takes the research methods but also consider the logic behind the methods. The study of research methodology for developing the project gives us the necessary training in gathering materials and arranging them, participation in the field work when required, and provides training in techniques for the collection of data appropriate to particular problems.

RESEARCH PROBLEMS:- Consumer’s preference about different branded and non branded bags.

RESEARCH METHODOLOGY:-  Exploratory method.

SOURCE OF INFORMATION

The sources of information to be tapped depend upon the type of the study. In general, the source of data can be classified into two.

Primary sources

         The original sources from which the researcher directly collects data that have not been previously conducted. To collect information on the brand preference of bags among college students  were mainly through primary data and the data was gathered by way of distributing a questionnaire. By using this questionnaire, I collected direct information from the respondent.

Secondary sources

         These sources contain data which has already been published or compiled for another purpose of study. Internet, newspapers, journals and books are the secondary source used for my project.

SAMPLE
While deciding about the sample of research, it is required from the
a)Internally: provided by company/organization
b) Externally: various publication of central,
• Books, magazines, newspapers
• Internet
After only keeping in mind one can think about what type of data has to be collected during research as our research is concerned I have to gather primary data for brand preference.

SAMPLE METHODS:-

The questionnaires were only distributed among the college students. Questionnaires were all given to the college students who are using branded and non branded bags. It was ensured that the sample would cover adequately all the considered brands in the study.    

SAMPLE SIZE :-  50 college students in nearby colleges taken as sample

PRIMARY DATA :- Questionnaire
                                  Interview

TOOLS FOR ANALYSIS AND INTERPRETION

For the data analysis tables and diagrams/charts are used. First the collected data is arranged in the form of a table and create the diagrams/charts.

LIMITATION OF THE STUDY

This study is based on data collection. So all the limitation associated with sampling concept will affected the study.

o   The main limitation of the project is time limit.

o   The study was conducted on a limited sample of 50 respondents.

o   Consumer did not reveal the accurate information.

CHAPTER 2

COMPANY PROFILE

American Tourister

American Tourister, Inc., is one of the oldest and best-known luggage brands in the United States. Its commitment to selling durable and affordable luggage, which began with the company's founding in the 1930s, continued into the 1990s. Despite several changes in parent companies in the 1970s, 1980s, and 1990s, American Tourister retained its brand recognition with the public, particularly through its association with luggage-abusing gorillas featured in its famous advertising campaign.

Sol Koffler, founder of American Tourister, was introduced to the luggage industry in the 1920s. A recent immigrant to the United States, Koffler worked in a plant that manufactured steamer trunks and in a pocketbook factory. The methods of luggage construction that Koffler learned were typical of the industry; thin strips of wood and plywood were glued together and then covered with either paper or cloth for inexpensive luggage or with leather for expensive luggage. Koffler set out on his own, determined to produce a more durable product.

Early History

In 1933 Koffler founded American Luggage Works by opening a shop in a vacant grocery store in Providence, Rhode Island. Although his first luggage did not revolutionize luggage design, Koffler was sure he had created a significantly more durable product than any competitor's in the same price range. The suitcase sold for one dollar, and, in the first year of operation, American Luggage Works sold 5,000 suitcases. As the company's only employee, Koffler handled all aspects of the business himself that year. Within two years, Koffler had hired several employees, although he himself continued to handle the luggage design and the company's sales. The company's product line had expanded to include two sizes, which sold for two and three dollars. Each size was produced in two colors, black or brown. Retailers throughout the Providence-Boston area carried the line.

The company's major breakthrough came soon after its founding. Koffler adapted machinery used to make plywood radio cases so that it would bend materials to make his luggage. The new equipment enabled him to simplify suitcase design significantly and still increase its durability. Typical luggage of the time was constructed of numerous pieces, making a squat and unwieldy suitcase that tended to split and crack. Koffler's new design was slim and round-cornered but still provided more room than other suitcases did. Other new features, such as linings and zippered pockets, enhanced the product's appeal. To distinguish this line from the previous ones, Koffler named it American Tourister.

The new line was a resounding success and set a new standard for the industry. American Luggage Works grew rapidly as a result; by the beginning of World War II the company enjoyed revenues of more than $100,000. The company's product line had expanded as well, with four colors, four styles, and eight sizes being offered by the early 1940s. The war diverted the company's attention from luggage, however, as it helped with the war effort. At the war's conclusion, American Luggage Works reentered the luggage industry poised to become a national concern.

In 1945, despite its rapid growth in the previous decade, American Luggage Works remained a regional firm. Aiming for sales across the United States, Koffler decided to spread awareness of the American Tourister brand. He apportioned $12,000 for a national advertising campaign, the first ever undertaken on behalf of the company. An amount unusually large for the time, that first national advertising budget set the stage for the company's continued commitment to large-scale advertising in future years.

SAMSONITE

The company was founded in Denver, Colorado, USA in 1910 by Jesse Shwayder. In 1881 the Shwayder family emigrated fromPoland to Denver Colorado in the United States. In the late 1800s the 25-year old Jesse moved to New York to start working as a salesman for a bag company. Jesse quits his job in 1910 because he missed Colorado and he longed to pursue his dream of starting his own business. On 10 March 1910 Jesse Shwayder opened a small luggage factory in Denver, manufacturing suitcases with a small team of 10 staff. It was around this time Jesse introduced his management philosophy to guide the firm from day one, namely the Golden Rule (‘Do unto others as you would have them do unto you‘). This Golden Rule is still the current company philosophy of Samsonite. In the following years Jesse’s brothers (Maurice, Sol, Ben and Mark) joined the company, so in 1912 the business became incorporated as the Shwayder Trunk Manufacturing Company. A religious man, Shwayder named one of his initial cases Samson, after the Biblical strongman, and began using the trademark Samsonite in 1941. The company changed its name to Samsonite in 1966. Eminent social psychologist Daryl J. Bem is a descendant of the Shwayder family.

When Jesse Schwayder founded Samsonite in 1910, travel was reserved for only an exclusive few, those who had the means to see the world. Given this exclusivity, travel was a high quality experience from the transportation, to the attention to service, to even the accessories used to carry one’s belongings. As one of the first brands in travel, Samsonite is well known for its craftsmanship and heritage. The Denver factory, which employed 4,000 employees at its peak, closed in May 2001. Samsonite decided to move its US headquarters from Denver to Mansfield, Massachusetts, after a change of ownership in May 2005. In September of 2005, the brand decided to move its US Marketing & Sales offices from 91 Main Street in Warren, Rhode Island, toMansfield, Massachusetts. In July 2007, finance investor CVC Capital Partners took over Samsonite for $1.7 billion Due to the global financial crisis, the luggage industry as a whole was going through a rough economic time. Samsonite also had a difficult period in 2009, where they discontinued the 'Black label' brand in the United States and Europe (except in Russia). Due to reorganizations and a different brand strategy, Samsonite succeeded to increase their market share again in 2010 n 2012, Samsonite acquired High Sierra in an attempt to reach the outdoor and sports luggage market

Today Samsonite is the market leader in the global luggage industry and its market share continues to grow. Samsonite is known for its innovative materials (e.g. Curv) and designs. In 2008 the brand launched the Cosmolite suitcase made with the revolutionary Curv technology.Today, the Cosmolite collection is the best-selling Samsonite collection worldwide. The collection has been awarded with the ‘best of the best’ Red Dot design award in 2010 for best luggage design.

PUMA

The creation of the Puma brand.

The Puma brand was created in Argentina in 1929 by Compañía General de Combustibles (CGC). CGC was founded in 1920 to transport and market crude oil and its by-products around the country. By the end of the decade CGC was operating its own-brand service stations in Argentina under the Puma brand.

Throughout this period the Puma brand underwent significant growth in Argentina. As the popularity of the Puma brand grew the network of retail sites extended to 180 service stations.

Puma SE (officially branded as PUMA) is a major German multinational company that produces athletic and casual footwear, as well as sportswear, headquartered in Herzogenaurach, Bavaria, Germany. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Both companies are currently based in Herzogenaurach, Germany.

Puma makes football shoes and has sponsored a number of footballers, including Pelé, Eusébio, Johan Cruyff, Diego Maradona,Lothar Matthäus, Kenny Dalglish, Thierry Henry, Robert Pires, Adam Lallana, Radamel Falcao, Sergio Agüero, Cesc Fàbregas,Olivier Giroud, Marco Reus, Marco Verratti, Gianluigi Buffon, Mario Balotelli and Diego Godin. Puma is the sponsor of the Jamaicantrack athlete Usain Bolt. In the United States, the company is known for the suede basketball shoe it introduced in 1968, which eventually bore the name of New York Knicks basketball star Walt "Clyde" Frazier, and for its endorsement partnership with Joe Namath.

Following the split from his brother, Rudolf Dassler originally registered the new-established company as Ruda, but later changed toPuma. Puma's earliest logo consisted of a square and beast jumping through a D, which was registered, along with the company's name, in 1948. Puma's shoe designs feature the distinctive "Formstrip", with clothing and other products having the logo printed on them.

The company offers lines of shoes and sports clothing designed by Lamine Kouyate, Amy Garbers, and others. Since 1996 Puma has intensified its activities in the United States. Puma owns 25% of American brand sports clothing maker Logo Athletic, which is licensed by American professional basketball and association football leagues.

Since 2007 Puma has been part of French group Kering (formerly known as Pinault- Printemps- Redoute or PPR).

Background

Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a small laundry in the Bavarian town of Herzogenaurach, 20 km (12.4 mi) from the city of Nuremberg. After leaving school, their son, Rudolf Dassler, joined his father at the shoe factory. When he returned from fighting in World War I, Rudolf received a management position at a porcelain factory, and later in a leather wholesale business in Nuremberg.

Rudolf returned to Herzogenaurach in 1924 to join his younger brother, Adolf, nicknamed "Adi", who had founded his own shoe factory. They named the new business "Gebrüder Dassler Schuhfabrik" (Dassler Brothers Shoe Factory). The pair started their venture in their mother's laundry. At the time, electricity supplies in the town were unreliable, and the brothers sometimes had to use pedal power from a stationary bicycle to run their equipment.

Adi drove from Bavaria to the 1936 Summer Olympics in Berlin with a suitcase full of spikes and persuaded United States sprinter Jesse Owens to use them, the first sponsorship for an African American. Owens won four gold medals. Business boomed; the Dasslers were selling 200,000 pairs of shoes annually before World War II.

KITEX

Kitex Garments incorporated in 1992, it commenced its production in 1996, after setting up its world–class facility on a 105 acre landscape at Kochi. It was primarily conceived with a domestic focus, intending to make the most of the strong brand power the group enjoyed in the state of Kerala. It also tied up with a leading Italian company for manufacture & sale of undergarments positioned at the premium segment. However, it experienced that the highly up market innerwear products would not generate volumes enough for the huge facility being set–up. Plus the high credit period & even bad debts led the company to naturally shift its focus to the exports markets. KGL has had a key focus on the US markets, where the customers generally demand for bulk deliveries, much in contrast to the relatively smaller orders by the European buyers. This time round, KGL experienced a little less than expected growth for a few years as most buyer representatives sourced their entire requirement from the textile hub of Tirupur (5 hrs drive from Kochi, with no flight connections). However, with the coming up of an international airport at Kochi and having been satisfied with the production at its top–class facilities, Kitex Garments has no looking back. Further with no quotas on textiles, it is now enabled to scale up its operations and is poised to evolve as a notable player in the Indian textile space.

Business Area of Company 

The company manufactures all kinds of garments for exports. Infant wear dominates with over 90% share in production; Capacity (infant wear) increased to 200,000 pcs per day; Vertical integration through fabric & processing plant.

CHAPTER 4

DATA ANALYSIS

AND

INTERPRETATION

AGE

Age considered as an important factor which affects the buying habits of individuals like as preference of college students are differ as compared to old ones

AGE	FREQUENCY OF RESPONDENS	% OF RESPONDENT
17-19	21	42
20-22	16	32
23-25	13	26

Table No.3.1

Fig.No.3.1.1

INTERPRETATION: The table shows the number of users in different age groups. It is shows that majority of the users (42%) are in the age group of 17 -19.30% are belonging to the group of 20-22 and 26% from the group of 23-25

GENDER OF RESPONDENT

Showing the distribution of the respondents classification on the basis of gender

GENDER	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Male	36	72
Female	14	28

Table No.3.2

                                                                    Fig.No.3.2.1     

 INTERPRATION: Table gives the gender disparity in number users is seen that 72% of respondents are males and rest 28% of respondents are in female category

PRESENT USE OF BRANDED BAGS

Present use of branded bags refers to use of branded bags among college student

RESPONSE	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Yes	33	66
No	17	34

Table No.3.3

Table No.3.3.1

INTERPRATION: The table shows the present use of branded bags among respondents. It is seen that 66%  respondent are using branded Bags and rest 34% are non users

TYPE OF BAGS LIKE TO USE

The type of bags likes to use means which kinds of bag are more likely to use by college students

TYPES OF BAGS	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Formal	10	20
Sports	24	48
Casual	12	24
Others	4	8

Table No.3.4

  
Figg.No.3.4.1

INTERPRATION: The table shows the type of  Bags used by the respodents.It is seen that 20% of respondents are useind formal bags 48% of respondents are using sports bags and rest of the 24% of respondents are using casual bags

BRAND AWARENESS OF RESPONDENT

A consumer can buy any product only when he or she aware about the availability of that product in the market.

	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Samsonite	3	6
Puma	15	30
American tourister	7	14
Kitex	17	34
Other	8	16

Table No3.5

Fig.No.3.5.1 INTERPRATION: The table shows the awareness of users about the different bag brands. Kitex and puma are the  most popular brands of 34% and 30% other brand of bags having 16% users .American tourister and samsonite also popular among 14% and 6% of users respectively  BRANDS LIKE THE MOST A consumer like the only that brand which provide   him or her more satisfaction as compared to other brands available in the market . BRAND FREQUENCY OF RESPONDENS % OF RESPONDENT Samsonite 5 10 Puma 23 46 American tourister 14 28 Kitex 5 10 Other 3 6
Table No.3.6

Fig. No.3.6.1

INTERPRATION: The table shows the most likely brands of bag among respondents.46% of respondents like to use puma. American tourister have the 2^nd most likely brand among respondents. Samsonite and kitex have 10% of popularity among users.   

AWARENESS OF BRANDS THROUGH MEDIA

Advertising is the art of influencing human action to buy or posses ones product. The term ‘media’ refers to the mean through which the advertising information is communicated by the advertiser to the prospective  customers.

TYPE OF MEDIA	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Sales man	6	12
Friend	26	52
Internet	4	8
Advertisement	9	18
Others	1	2

Table No.3.7

Fig.No.3.7.1

INTERPRATION: The table shows the sours of awareness of respondents about Bag brands .12% of respondents get awareness from salesman . 52% are aware from friends . Advertisements and internet having 18% and 8% respectively.

PREFERENCE LEVEL WHILE PURCHASING BRANDED BAGS

While purchasing branded bags there are factors that effect

FACTORS	VERY LOW(1)	LOW (2)	MEDIUM(3)	HIGH(4)	VERY HIGH(5)	WEIGHTED AVERAGE
Price	0	5	10	20	15	4.7
Quality	1	6	8	18	17	4.06
Size	2	3	6	16	23	4.46
Design	4	5	10	11	20	4.48
Colour	6	3	18	13	10	3.36
Durability	4	5	15	12	14	4.26
Availability	8	8	10	9	15	3.3
Brand image	3	4	15	18	10	3.52
Special offer	4	3	17	15	11	4.24

Table No.3.8

Fig.No.3.8.1

INTERPRATION: The table shows that preference level while purchasing a branded bag. The main factor of purchasing a bag is price in 4.7 weighted averages. Quality and size is 4.06 and 4.46 respectively (w.a).The design and color are 4.48 and 3.36 (w.a) respectively. The durability and availability are in 4.26 and 3.3(w.a) respectively. The last factors of preference level are Brand image and special offers they had respectively.

PLACE TO PURCASE

Place play an important role in the marketing of products.

	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Depart metal stores	9	18
Ordinary showrooms	17	34
Exclusive showroom	20	40
Any other	4	8

Table No.3.9

Fig.No.3.9.1

INTERPRATION: The table shows the place preferred by consumers for the buying of bags. It is seen that 40% of respondents are purchased from exclusive show room. 34% of respondents purchase their brands from ordinary shops. 18% of respondents purchase their bags from departmental stores.

EFFECT OF ADVERTISEMENT

Advertising provides maximum information about the availability of products to consumers , so they can select  appropriate products.

RESPONSE	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Yes	39	78
No	11	22

Table No.3.10

Fig.No.3.10.1

INTERPRATION: This table shows the affect of advertisement on purchase of bags . it is seen that 78% of respondents is influenced by advertisement and rest 22% have not.

PURCHASING BEHAVIOUR

Purchasing decision of consumer depends upon the income level of the consumer.

REPURCHASE PERIOD	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Once in every 6 months	17	34
Once in a year	17	34
Twice in a year	2	4
Thrise in a year	1	2
Seasonlly	13	26

Table No.3.11

Fig.No.3.11.1

INTERPRATION: The data shown on the table 3.11.1 reveals that 34% of sample respondents bought branded bags once in every 6 months and another 34% of sample respondent bought branded bags once in a year. The respondent purchases their bags at twice in a year at 4%. While 2% of sample respondent brought thrice in a year.26% of respondent purchase their bags seasonally  

AMOUNT READY TO SPEND

 Expenditure on purchase of a branded bag by college students

FACTORS	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Below 1000	27	54
1000-2000	17	34
2000-3000	4	8
Above 3000	2	4

Table No.3.12

Fig.No.3.12.1

INTERPRATION: The table shows the amount spend by respondents towards buying of bags. it is seen that 54% of respondents spend below Rs.1000. Also 34% respondents spending between 1000-2000. Only 4% of respondents spend above Rs.3000 for buying bags

SATISFACTION LEVEL OF COLLEGE STUDENTS

Customer is king of the market so he wants maximum satisfaction from the product that he buys

FACTORS	HIGHLY SATISFIED(5)	SATISFIED(4)	NEUTRAL (3)	DISSATISFIED(2)	HIGHLY DISSATISFIED(5)	WEIGHTED AVERAGE
Price	7	23	17	2	1	3.64
Brand image	23	15	7	5	0	4.12
Quality	18	21	11		0	4.14
Size	17	19	13	0	0	4.04
Comfort	25	17	8	1	0	4.34
Durability	15	27	8	0	1	4.14

Table No.3.13

Fig.No.3.13.1

INTERPRATION: From the table analysis of factors influencing the purchase of bag, the major factor is comfort with 4.34(wa). Quality and durability having 4.14(wa).Brand image carry 4.12 (w.a). The least influenced factors are size and price with 4.04(wa) and 3.64(wa)

EFFECT OF PRICE

 Price may be defined as money consideration asked for offered or exchanged for a specified unit of good or service. Prices are generally determined by market.

RESPONESE	FREQUENCY OF RESPONDENS	% OF RESPONDENT
Yes	40	80
No	8	16
No opinion	2	4

Table No.3.14

   

Fig.No.3.14.1

INTERPRATION 5: The table shows the effect of price in purchasing of Bags. It is seen that 80% respondents buy their products by observing price and 16% respondents doesn’t consider price.

BRAND LOYALTY

 Brand loyalty refers to that a customer being permanent of brand and he never switch to other brand.

BRAND LOYALTY	FREQUENCY OF RESPONDENT	% OF RESPONDENT
Yes	33	66%
No	17	34%

Table No.3.15

Fig.No.3.15.1

INTERPRATION: The table shows the brand loyalty of respondents. It is seen that 66% of respondents use their favorite brands and rest 34% have no brand loyalty.

CHAPTER 5

FINDINGS, SUGGESTIONS

 AND

 CONCLUSION

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

·        The college students reaction that PUMA is the market leader among all, it is close counter parts in the sports Bags and apparel segments

·        The international brand PUMA and the national brand Kitex has more awareness among the college students. PUMA and American tourister are most liked by the college students

·        The national brand Kitex is not showing that kind of craze as among youth

·        The most of the branded bags especially 52% bags are advertised through friends .

·        Most of college students prefer the branded bags, to purchase from exclusive showrooms

SUGGESTIONS

·        Quality brand at economy price is the major policy should be pursued by companies in bag industry for expanding their share in the market.

·        Even though PUMA is the most well known brand at international level. It also favorite in among college students

·        In Kerala, market the college students prefer the most quality bags in reasonable price .If the company’s are ready to reduce price, the market  will improve  

CONCLUSION

A study on the topic “BRAND PREFERANNCE OF BAG AMONG COLLEGE STUDENTS”. Reveals the conclusion that, the demand and the market of branded bags are increasing day by day. Quality is the most influencing factors towards buying of these bags; and most of them are aware of these products through friends. Most college students preferred to buy PUMA and AMERICAN TOURISTER. Both these bags are international brand and among national brand KITEX is more popular. College students like to purchase these bags from exclusive showroom and also from ordinary showrooms.

BIBILIOGRAPHY

BIBILIOGRAPHY

WEBSITE

www.google.com

www.wikipedia.com                          

  www.Paradise.com

BOOKS:

Marketing management                         By:Philip Kotler

Marketing management                          By:J.C Gandhi

Functional management                          By:R.K.Sharma

NEWSPAPER:

Economic times

APPENDIX

A STUDY ON BRAND PREFERENCES OF BAGS AMONG COLLEGE STUDENTS

A.    Personal Details

1. Name:

2. Gender:   Male            Female

3. Age:

4. College:

5. Program:

B. Information regarding Branded Bags

6. Do you use branded bags?  Yes                 No

7. What type of bags do you like to use?

          Formal           Sports            Casual           Others

8. Are you aware of the following brands of bags?

         Samsonite          Puma          American tourister

          Kitex             Others(Please specify)___________

9. Which among of these brands do you prefer the most?

          Samsointe           Puma           American tourister 

          Kitex            Others (Please specify)___________

10. From where did you get awareness of these particular brands?

         Sales man             Friends           Internet 

        Advertisement             Others

11. Rate your preference level for the following features while purchasing bags:    

    

	Very Low	Low	Medium	High	Very high
Price
Quality
Size
Design
Color
Durability
Availability
Brand image
Special offers

12. From where do you like to purchase your brand bags?

        Department stores             Ordinary show rooms    

        Exclusive show room           Any others

13. Do you think advertisement affect your purchase decision?    Yes          No

14. How often do you buy branded bags?

          Once in every 6 months           Once in a year         Twice in a year

           Thrice in a year                          Seasonally 

15. Average price your ready to spend for a bag

            Below 1000         1000-2000         2000-3000         above 3000

 16. Please express your level of satisfaction regarding the following      

	Highly satisfied	Satisfied	Neutral	Dissatisfied	Highly dissatisfied
Price
Brand Image
Quality
Size
Comfort
Durability

17. If there’s any increase in price of your brand of bags, will it affect your purchase decision?

               Yes               No           No opinion

18. Would you like to buy any other brand if all the attributes are available in the other brand?

               Yes               No